The study found that recession, anemic brand loyalty, and heavy discounting have cast clouds across Europe's hair care and color industry. As business declines, brands may be too easily swayed by headline macro risk to invest in key channels, namely digital:

Just 12% of hair care and color brands' U.K. sites are mobile-optimized.

Spain's YouTube channels grew 62% over the last three months, faster than any other EU 5 country.

Hair care and color brands own 48% of Google organic search results in France, compared to 36% in the U.S.